2018
Jak se vám líbí. Komunikační strategie českých beletristických nakladatelství
KIRKOSOVÁ, KateřinaZákladní údaje
Originální název
Jak se vám líbí. Komunikační strategie českých beletristických nakladatelství
Název anglicky
As You Like It : The Communication Strategies of Czech Belletristic Publishers
Autoři
Vydání
Slovo a smysl, Praha, Univerzita Karlova, 2018, 1214-7915
Další údaje
Jazyk
čeština
Typ výsledku
Článek v odborném periodiku
Obor
50802 Media and socio-cultural communication
Stát vydavatele
Česká republika
Utajení
není předmětem státního či obchodního tajemství
Odkazy
Označené pro přenos do RIV
Ano
Kód RIV
RIV/00216224:14230/18:00109069
Organizační jednotka
Fakulta sociálních studií
Klíčová slova česky
Knižní nakladatelství; knižní marketing; sociální sítě; demokratizace; životní styl
Klíčová slova anglicky
book publishing; book marketing; social networks; democratization; lifestyle
Štítky
Příznaky
Recenzováno
Změněno: 8. 4. 2020 13:26, Mgr. Blanka Farkašová
V originále
In this paper, I focus on the changed dynamics of the book publisher-reader relationship. I built my argument on the assumption that, in parallel with socio-technological changes, the previous role of book publishers as necessarily invisible workers of Literature has changed. In newly defined public arenas on social networks, publishers discuss their books with readers, share their successes, challenge and persuade each other. The present study is of qualitative design with regard to data and analytical procedure used. That is, I work with pictures and conversations from book publishers’ official profiles on Facebook, as well as information gathered by semi-structured interviews with publishing professionals. In my analysis, I assess the proportion of personalized photos, investigate various ways books are presented, and focus on how publishers address their readers lexically. I offer interpretation regarding which publishers’ strategies could be read as a sign of literary discourse marketization, or its democratization, and why.
Anglicky
In this paper, I focus on the changed dynamics of the book publisher-reader relationship. I built my argument on the assumption that, in parallel with socio-technological changes, the previous role of book publishers as necessarily invisible workers of Literature has changed. In newly defined public arenas on social networks, publishers discuss their books with readers, share their successes, challenge and persuade each other. The present study is of qualitative design with regard to data and analytical procedure used. That is, I work with pictures and conversations from book publishers’ official profiles on Facebook, as well as information gathered by semi-structured interviews with publishing professionals. In my analysis, I assess the proportion of personalized photos, investigate various ways books are presented, and focus on how publishers address their readers lexically. I offer interpretation regarding which publishers’ strategies could be read as a sign of literary discourse marketization, or its democratization, and why.
